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Strategy

Customer Centricity

The customer isn't a KPI — they are the organisation's centre.

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Visualization
CORE1Customer2Product & service3Operations4Culture & people
What it is

A customer-centric company has the customer at its core, with product, operations and culture around them.

When to use it

During organisational transformation or digital/CX strategy.

How to apply

Start with customer data. Measure every decision by impact on the customer experience.

Related frameworks

Basics
CORE1Essence2Sentiment3Comms topics

The Onion

Concentric circles radiating from a core — layering brand essence, messages or audience groups.

Strategy
1
Where are we?
2
Why are we here?
3
Where could we be?
4
How can we get there?
5
Are we getting there?

Planning Cycle

Five strategy questions to ask yourself on repeat.

Brand building
CORE1Why — Purpose2How3What4Activation & Measures

Brand Purpose / Golden Circle

Start with why. Authenticity starts at purpose.

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About:

Agencies execute. Consultants advise. And then everyone wonders why the two never add up.

Clues does both. We look for the clues that point to the right path, and then we walk it with you all the way. Because strategy without execution is just a well-paid hypothesis.

We put this library together because we see structured thinking as the foundation of success. Whether you're working on your next campaign or building a brand-new brand.

Share it, use it, build on it. The Clues team.